Académique Documents
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1. EXECUTIVE SUMMARY
The Project was taken into consideration for the Promotion and Marketing of the Amul Milk.
The main task assigned to us by our mentors where to make the product available in each and
every stores.
It also focuses on the competition product like Haldiram, Dinshaws, Mahananda, Mother
Dairy Etc.
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The main aim was to first analyses the market situation focuses on the need of the consumers
what the thing they are lacking in the competitor’s product so that the same thing didn’t
So after the whole promotion and marketing of the product. we have taken the sample size of
50 retailers. Retailers wanted to know the feedback which we are getting for our product.
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2.Introduction of the topic
Gujarat Cooperative Milk Marketing Federation LTD. (GCMMF), is India's largest food
product marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily
milk procurement is approx 13.18 million lit per day from 17,025 village milk
cooperative societies, 17 member unions covering 31 districts, and 3.23 million milk
producer members.
stop the exploitation by middlemen Inspired by the freedom movement. The seeds of
this unusual saga were sown more than 65 years back in Anand, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the
local trade cartel triggered off the cooperative movement. Angered by unfair and
manipulative practices followed by the trade, the farmers of the district approached
the great Indian patriot SardarVallabhbhai Patel for a solution. He advised them to
get rid of middlemen and form their own co-operative, which would have
In 1946, the farmers of this area went on a milk strike refusing to be cowed
down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders
like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in
1946. This co-operative, the Kaira District Co-operative Milk Producers Union Ltd.
began with just two village dairy co-operative societies and 247 litres of milk and is
today better known as Amul Dairy. Amul grew from strength to strength thanks to the
inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed
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professionalism of Dr. Verghese Kurien, who was entrusted the task of running the
The then Prime Minister of India, Lal Bahadur Shastri decided that the same
understood that the success of Amul could be attributed to four important factors.
The farmers owned the dairy, their elected representatives managed the village
societies and the district union, they employed professionals to operate the dairy and
manage its business. Most importantly, the co-operatives were sensitive to the needs
At his instance in 1965 the National Dairy Development Board was set up with the
basic objective of replicating the Amul model. Dr. Kurien was chosen to head the
institution as its Chairman and asked to replicate this model throughout the country.
In today’s brand strategies the word “anticipation” become more. Important than
predication we no longer have the luxury of being reactive we need to address not
only the definite needs of consumer but the unclear needs as well but when it comes
to our basic needs consumer wants to believe on a single brand a if it provides its
customers of filling of full satisfaction of AMUL, the brand name Amul means
“AMULYA”. This word derived from the Sanskrit word “AMULYA” which means
“PRICE LSS” a quality control expert in Anand had suggested the brand name Amul.
AMUL product have been in use in millions of home since 1946.Amul Butter, Amul
milk powder, Amul ghee, Amul cheese, Amul chocolate, Amul shrikhand, Amul ice-
cream, Nutramul, Amul milk & AMULYA have made Amul a leading food brand in
INDIA. The milk cooperative company amul is the sole Indian brand and the most
popular brand in FMCG sector also amul is ranked no.1.dairy brand not just in India
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but across the Asia pacific region and completing with global brand like Dutch ,
dumex, anchor etc. It was list 4th India for 2009-2010 as well.
As we know that Amul is very big organization and market leader in dairy products.
It has maximum market share in Butter and Cheese, Ice-Cream which are
but milk industry is a profitable industry we can’t ignore it. With the help of
research, company can find out its weak points in milk segment and can increase its
product and they will accept its milk also if effective actions are taken. This project
was a greater importance to me, I have learnt a lot in this project . This
better job .
Learnt how to sell ,how things work in Fast moving Consumer goods
transferred to far area then cost attached to the product will make it un
done then the following things has to be taken into consideration like
consumers and third is price of the product according to satisfaction level of the
people and last but not the least is the visibility of product and a promotional strategy
the company like Amul and get such a real time exposure of FMCG
company .Q u a l i t y i s t h e d o m i n a t i n g a s p e c t w h i c h
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influences consumer t o p u r c h a s e A m u l p r o d u c t , b u t prompt availability o f
influences the consumer towards them and also leads to increase sales. In
comparison to Amul Milk, the other players such as Saras, Lotus, Groups and Others
'AMUL', which aims to provide remunerative returns to the farmers and also serve
the interest of consumers by providing quality products which are good value for
money. Its success has not only been emulated in India but serves as a model for rest
products. It operates through 53 Sales Offices and has a dealer network of 10000
dealers and 10-lakhs retailers, one of the largest such networks in India. Its product
range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza
"Trading House" status. Many of our products are available in USA, Gulf Countries,
Singapore, The Philippines, Japan, China and Australia. GCMMF has received the
APEDA Award from Government of India for Excellence in Dairy Product Exports
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for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden
Trophy" for its outstanding export performance and contribution in dairy products
sector by APEDA. In 2013-14, GCMMF took giant strides in expanding its presence
which only the top six dairy players of the world sell their products, has earned
respect and recognition across the world. By selling milk powders on GDT, GCMMF
could not only realize better prices as per market demand but it also firmly
The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the courage
to dream.
dairy, the Polson dairy, in the small city distances to deliver milk, which often went
sour in summer, to Polson. The prices of milk were arbitrarily determined. Moreover,
the government had given monopoly rights to Polson to collect milk from mikka and
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Angered by the unfair trade practices, the farmers of Kaira approached sardar
vallabbhai patel under the leadership of local farmer leader Tribhavandas K. Patel He
advised them to form a corporative and supply milk directly to the Bombay Milk
Scheme instead of Polson (who did the same but gave them low prices).He set to
Morarji Desai organize the farmers. In 1946, the milk farmers of the area went on a
strike which led to the setting up of the cooperative to collect and process milk. Milk
collection was decentralized, as most producers were marginal farmers who could
deliver, at most, 1–2 litres of milk per day. Cooperatives were formed for each
village, too.
The cooperative was further developed and managed by Dr.Verghese kurien with
H.M.DALAYA. Dalaya's innovation of making skim milk powder from buffalo milk
(for the first time in the world) and a little later, with Kurien's help, making it on a
commercial scale, led to the first modern dairy of the cooperative at Anand, which
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon
other districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set
up. To combine forces and expand the market while saving on advertising and avoid
competing against each other, the GCMMF, an apex marketing body of these district
cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul
In 1999, it was awarded the "Best of all "RAJIV GHANDHI NATIONAL QUALITY
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The GCMMF is the largest food products marketing organization of India. It is the
organization for products under the brand name of Amul and Sugar. Over the last five
and a half decades, dairy cooperatives in Gujarat have created an economic network
that links more than 3.1 million village milk products with millions of consumers in
India. The daily milk procurement of GCMMF is around 13 million liters per day. It
collects milk from about 16914 village milk cooperative societies, 17 member unions
and 24 districts covering about 3.18 million milk producer members. More than 70%
of the members are small or marginal farmers and landless laborers including a
GCMMF (AMUL) has the largest distribution network for any FMCG company. It
has nearly 50 sales offices spread all over the country, more than 5000 wholesale
Amul became the world's largest vegetarian cheese and the largest pouched-milk
brand.
AMUL is also the largest exporter of dairy products in the country. AMUL is
available today in over 40 countries of the world. AMUL is exporting a wide variety
of products which include whole and skimmed milk powder, cottage cheese (Paneer),
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The major markets are USA, West Indies, and countries in Africa, the Gulf Region,
and SAARC neighbors, Singapore, The Philippines, Thailand, Japan and China, and
others such as Mauritius, Australia, Hong Kong and a few South African countries.
Its bid to enter the Japanese market in 1994 did not succeed, but it plans to venture
again.
In September 2007, Amul emerged as the leading Indian brand according to a survey
In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector
Contrary to the traditional system, when the profit of the business was cornered by
the middlemen, the system ensured that the profit goes to the participants for their
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GCMMF Overview:
under the brand names of AMUL and SUGAR with an annual turnover exceeding
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Vision:
c o v e r i n g a t l e a s t e v e r y Ta l u k a . H e a d q u a r t e r servicing nearly 10
lakhs outlets with a turnover of Rs.10, 000 Cr and serving several co-
countries.
Mission:
of the customer of t h e w o r l d t h r o u g h e x c e l l e n c e i n t h e m a r k e t i n g
b y o u r c o m m i t t e d t e a m . T h r o u g h c o - o p e r a t i v e networking, we are
committed to offering quality product that provides best value for money.
Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore
to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and
fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the
international dairy processor in India. The Indian dairy industry is rapidly growing,
trying to keep pace with the galloping progress around the world. As he expands his
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overseas operations to India many profitable options await him. He may transfer
technology, sign joint ventures or use India as a sourcing center for regional exports.
The liberalization of the Indian economy beckons to MNC's and foreign investors
alike. India’s dairy sector is expected to triple its production in the next 10 years in
view of expanding potential for export to Europe and the West. Moreover with WTO
regulations expected to come into force in coming years all the developed countries
which are among big exporters today would have to withdraw the support and
subsidy to their domestic milk products sector. Also India today is the lowest cost
producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63
cents, and Japan’s $2.8 dollars. Also to take advantage of this lowest cost of milk
planning to expand their activities here. Some of these milk producers have already
obtained quality standard certificates from the authorities. This will help them in
marketing their products in foreign countries in processed form. The urban market
annum to around Rs.43,500 crores by year 2005. This growth is going to come from
the greater emphasis on the processed foods sector and also by increase in the
conversion of milk into milk products. By 2005, the value of Indian dairy produce is
aroundRs7,00,000mnIndia with 134mn cows and 125mn buffaloes, has the largest
October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty
percent of the cattle in the world are found in India and most of these are milch cows
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AWARDS:-
1965: “Padmshri” awarded was given to V. Kurien, general manager, by the president
of India.
1987: “Best Productivity” awarded by national productivity council for the year
2003: The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as the top scorer
in The service category of the prestigious IMC Ramakrishna Bajaj National Quality Award
need, market size and competition. Market research, which includes social and
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opinion research, is the systematic gathering and interpretation of information about
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Market research for business/planning
quintessence of marketing.
Market information
Through Market information one can know the prices of different commodities in the
market, as well as the supply and demand situation. Market researchers have a wider
Market segmentation
Market segmentation is the division of the market or population into subgroups with
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Market trends
Market trends are the upward or downward movement of a market, during a period
of time. Determining the market size may be more difficult if one is starting with a
new innovation. In this case, you will have to derive the figures from the number of
SWOT Analysis
business entity. Not only should a SWOT be used in the creation stage of the
company but could also be used throughout the life of the company. A SWOT may
also be written up for the competition to understand how to develop the marketing
and product mixes. Besides information about the target market, one also needs
information about one's competitors, customers, products, etc. Lastly, you need to
Customer analysis
Choice modeling
Competitor analysis
Risk analysis
Product research
Advertising the research
Marketing mix modeling
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3. COMPANY PROFILE
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Type : Cooperative
Founded: 1946
Industry: Dairy
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About some 100kms from Ahmadabad lies a small city named Anand. The city is
known as the Milk Capital of India due to presence of the famous Amul Dairy there.
Amul – one of the most famous Dairy brands of our country came into existence in
1946. During that time there was only one dairy in the district of Anand and in
Gujarat known as Polson Dairy which had been established in 1930. Polson Dairy
was involved in the exploitation of Indian farmers by not providing sufficient amount
to them for milk and also not allowing them to sell milk to other vendors. Indian
national leader Sardar Patel along with agitated farmers of that area initiated a non-
cooperation movement against this process in the year 1946 and this lead to the
foundation of Amul on 14th December 1946. Initially it supplied milk and other dairy
products without any formalized distribution network or any supply chain in place.
The brand name Amul had not been adopted at that time and it was called
initially with two dairy co-operative societies and 247 liters of milk only.
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It was on 13th May 1949, a young engineer who had just completed his Masters
Degree in Dairy Engineering arrived at Anand to serve the bond period against the
government scholarship for his education. His name was Mr. Verghese Kurien, later
to be known to the whole world as Dr. Verghese Kurien. At the start of it all, he
served there just to complete his required period and was ready to leave Amul after
that but he was persuaded to stay back at Amul by Mr. Tribhuvandas Patel – the
the Kheda district. The role of co-operatives was to procure the milk from the
farmers and to pay the farmers their appropriate amount according to the quality of
following section. Mr. Kurien however wanted to give KDCMPUL a unique name
which could be easily pronounced by all and which could also help in growth of the
union. Suggestions were asked from various employees and farmers for an
“Amulya” which is derived from a Sanskrit word meaning priceless and implies
unmatchable excellence. The name was modified to “Amul” to make the union also a
part of this name and hence brand AMUL- Anand Milk Union Limited, came into
existence.
GCMMF (AMUL) has the largest distribution network for any FMCG company. It
has nearly 50 sales offices spread all over the country, more than 5000 wholesale
Amul became the world's largest vegetarian cheese and the largest pouched-milk
brand. AMUL is also the largest exporter of dairy products in the country. AMUL is
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available today in over 40 countries of the world. AMUL is exporting a wide variety
of products which include whole and skimmed milk powder, cottage cheese (Paneer),
UHT milk, clarified butter (Ghee) and indigenous sweets. The major markets are
USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours,
Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius,
Australia, Hong Kong and a few South African countries. Its bid to enter the
Japanese market in 1994 did not succeed, but it plans to venture again. In September
2007, Amul emerged as the leading Indian brand according to a survey by Synovate
to find out Asia's top 1000 Brands. In 2013, Amul was named the Most Trusted brand
in the Food and Beverages sector in The Brand Trust Report, published by Trust
Research Advisory.
The Amul Model of dairy development is a three-tiered structure with the dairy
cooperative societies at the village level federated under a milk union at the district
level and a federation of member unions at the state level. Establishment of a direct
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Producers (farmers) control procurement, processing and marketing Professional
management
The Amul model has helped India to emerge as the largest milk producer in the
world. More than 15million milk producers pour their milk in 1,44,500 dairy
cooperative societies across the country. Their milk is processed in 184 District Co-
The Amul girl was created as a response to Amul's rival brand Polson's butter-girl.
The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion)
clinched the brand portfolio from the previous agency FCB Ulka. It was executed by
Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez
on hoardings, painted bus panels and posters in Mumbai. The mascot, since then, has
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24
PRICE: Amul Pricing Strategies
At the time Amul was formed, consumers had limited purchasing power, and modest
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consumption levels of milk and other dairy products. Thus Amul adopted a low-cost
guaranteeing them value for money. Despite competition in the high value dairy
Hindustan Lever, Nestle and Britannia, GCMMF ensures that the product mix and
the
Sequence in which Amul introduces its products is consistent with the core
masses. This helped AMUL BUTTER to create its brand image in the household
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House" status. GCMMF has received the APEDA Award from Government of India
for
Excellence in Dairy Product Exports for the last 9 years. Currently Amul has 2.41
Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA,
Bangladesh, Australia, China, Singapore, Hong Kong and a few South African
countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it
has fresh plans of flooding the Japanese markets. Other potential markets being
The butter, which had been launched in 1945, had a staid, boring image, primarily
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because the earlier advertising agency which was in charge of the account preferred
to
stick to routine, corporate ads. They didn’t help in creating a brand image of AMUL
butter which was their then motive. The image they presented was, well, boring.
daCunha, from the ad agency of ASP, took over the Amul account. And in 1967 it
began, innocently enough. In India, food was something one couldn't afford to fool
around with. It had been taken too seriously, for too long. Sylvester daCunha decided
ADVERTISING
Its advertising has also started using tongue-in-cheek sketches starring the Amul baby
. This formed a large chunk of the collective memory of us Indians. We grew with
them as the ads grew with us. They are quirky, poke fun at no one in particular and
are pure eye-candy! We almost admire the speed with which the ad-people come up
with copy and illustration for the ads, that change every few days!!From the Sixties
BRANDING
The first products with the Amul brand name were launched in 1955. Since then,
they
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have been in use in millions of homes in all parts of India, and beyond. There is
something more, though, that makes the Amul brand special and that something is
the
reason for the commitment to quality and value for money. Amul is the brand name
of 2
Gujarat. This is the heart of Amul, it is what gives strength to Amul, and it is what is
so
special about the Amul saga. The Amul Pattern has established itself as a uniquely
appropriate model for rural development. Amul has made India one of the largest
SEGMENTATION
•Wide range of product categories caters to consumers across all market segments.
For example, Amul Cool is targeted at children, while teenagers prefer Cool Café,
•Segmentation is not as easy in curd and low fat products, due to mixed audiences,
“In India, the most used spread is ghee, then butter, cheese, low fat butter,
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4-MAIN STRATEGIES
First is Quality
. No brand survives long if its quality does not equal or exceed what the buyer
expects. There simply can be no compromise. That’s the essence of the contract. In
the case of a food product, this means that the brand must always represent the
highest hygienic, bacteriological and organoleptic standards. It must taste good, and
it must be good.
. If our customer buys an Amul product, she gets what she pays for, and more. We
have always taken pride in the fact that while we earn a good income for our owners
– the dairy farmers of Gujarat – we don’t do it at the cost of exploiting the consumer.
Even when adverse conditions have reduced supplies of products like butter, we have
resisted the common practice of raising prices, charging what the market would bear.
Rather, we have kept prices fair and done our best to ensure that retailers do not gain
Third, availability
. A brand should be available when and where the customer wants it. There is no
benefit achieved in creating a positive brand image, and then being unable to supply
the customer who wants to buy it. In our case, over the years we have built what is
probably the nation’s finest distribution network. We reach hundreds of cities and
towns through a cold chain that not only ensures that our products are available, but
they reach the customer at the farthest end of the country with the same quality as
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Fourth, service
or, our customer may think we’ve made a mistake, and the customer, as they say, is
always right. That is why, for Amul, every customer complaint must be heard – not
just listened to. And, every customer complaint must be rectified to the extent
humanly possible. For close to fifty years now, Amul has honored its contract with
the consumer. The contract that is symbolized by the Amul brand means quality. It
GCMMF - An Overview
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Year of Establishment 1973
17 District Cooperative Milk Producers'
Members
Unions
No. of Producer Members 3.23 Million
No. of Village Societies 17,025
Total Milk handling capacity per
23.2 Million litres per day
day
Milk Collection (Total - 2018-19) 4.79 billion litres
Milk collection (Daily Average
13.18 million litres
2018-19))
Cattle feed manufacturing Capacity 6190 Mts. per day
Sales Turnover -(2018-19) Rs. 18143 Crores (US $ 3.0 Billion)
NAGPUR MARKET
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OBSERVATION:
Starting from the company place we successfully find a statistical data of market condition of
Amul products and the existence market condition of Nagpur for the Amul products is huge
and its amazingly increase by day-to-day because of quality & test of Amul. People have
been giving good response to the Amul products. that is the reason why Amul is growing
company in the Nagpur city and also able to maintain a good quality & quantity at reasonable
prices. so Amul is gaining a successfully trust from public.
Amul milk is highly consume by the people of Nagpur city ,if we find in a
numerical data we get a extreme quantity of Amul milk consume then the other firm.
It is near about 10,000-litre per day.
FOR
Type Number
32
Tea Stall 222
Milk Center 15
Kirana Shop 68
Restaurant and Sweet Mart 40
Canteen 13
Bakery 7
Daily Needs 51
General Stores and Stationary 19
Pan Shop 5
in dairy products. It has maximum market share in Butter and Cheese, Ice-
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operative organization but milk industry is a profitable industry we can’t
ignore it. With the help of research, company can find out its weak points in milk
segment and can increase its market share through rectify mistakes. People
have believed in Amul’s product and they will accept its milk also if effective
actions are taken. This project was a greater importance to me ,I have learnt
m a r k e t . H o w t o c o m m u n i c a t e w i t h d i ff e r e n t t y p e o f p e o p l e . H o w
t o convince one for better job .Learnt how to sell ,how things work in Fast
these product if transferred to far area then cost attached to the product will make it
un competitive .
Milk marketing is full game of Branding .if branding of a product is done then the
is price of the product according to satisfaction level of the people and last but not
the least is the visibility of product and a promotional strategy to hit, people’s mind.
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35
ASSISSTANCE GENERAL MANAGER
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6. Limitation of the study
2012
Shri R.S. Sodhi, MD-GCMMF received the AIMA-High Performance Brand Award
2013 for brand Amul at a glittering function in Delhi on 21st February, 2014 from
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News Released on 6th February, 2014
Amul wins All India Management Association's AIMA High performance Brand
award 2013
All India Management Association (AIMA), the national apex body of management
contribution. To recognize and celebrate the marketing success of a brand, AIMA and
Award" in 2009.
Mr. R S Sodhi, MD GCMMF said "our brand Amul has shown tremendous growth
and growing at the rate of 20% CAGR since last five years . For the current year, we
are expected to grow at 30% and would reach turnover of Rs. 18,000 crores".
The award will be presented during AIMA's 58th Foundation Day and National
Management Day, scheduled to be held on 21st February 2014, at New Delhi. The
award presentation ceremony will be held during a special plenary session. Mr. R S
Sodhi will receive the award on behalf of 3.5 million farmers of GCMMF who own
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"Amul" brand.
LIST OF PRODUCTS
Today, milk is separated by huge machines in bulk into cream and skim milk. The
thickness, its suitability for culinary uses and consumer demand, which differs from
place to place and country to country. Some cream is dried and powdered, some is
condensed (by evaporation) mixed with varying amounts of sugar and canned. Most
cream from New Zealand and Australian factories is made into butter. This is done
by churning the cream until the fat globules coagulate and form a monolithic mass.
This butter mass is washed and, sometimes, salted to improve keeping qualities. The
boxes) and chilled for storage and sale. At a later stage these packages are broken
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SKIMMED MILK
skim milk to make low fat milk (semi-skimmed) for human consumption. By varying
the amount of cream returned, producers can make a variety of low-fat milks to suit
their local market. Other products, such as calcium, vitamin D, and flavoring, are
found in fresh milk. It has a very wide range of uses from being a filler for human
foods, such as in ice cream, to the manufacture of products such as fabric, adhesives,
and plastics.
CHEESE
can be made using the bacteria naturally in the milk. In most other countries, the
range of cheeses is smaller and the use of artificial cheese curing is greater. Whey is
also the byproduct of this process. Some people with lactose intolerance are
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MILK POWDERS
products are dried into a powder form and used for human and animal consumption.
The main difference between production of powders for human or for animal
consumption is in the protection of the process and the product from contamination.
Some people drink milk reconstituted from powdered milk, because milk is about
MILKING
Preserved Express Dairies three-axle Milk Tank Wagon at the Did cot Railway
milking and processing took place on the dairy farm itself. Later, cream was
separated from the milk by machine on the farm, and transported to a factory to be
made into butter. The skim milk was fed to pigs. This allowed for the high cost of
transport (taking the smallest volume high-value product),primitive trucks and the
poor quality of roads. Only farms close to factories could afford to take whole milk,
which was essential for cheese making in industrial quantities, to them. Originally
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milk was originally distributed in ' pails ', a lidded bucket with a handle. These
proved impractical for transport by road or rail, and so the milk churn was
introduced, based on the tall conical shape of the butter churn. Later large railway
containers, such as the British Railway Milk Tank Wagon were introduced, enabling
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7. HYPOTHESIS OF THE STUDY
Big competition
Networking
Advertisements
Legal issues
Supplier Control
Existence of big players in milk industry
Frequent change in demand of customer
Difficult to sale the new product
Difficult to capturing the market the market product range
8. RESEARCH METHOLOGY
Supplier Control
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Appropriate selection, control, management and surveillance of suppliers are
definitely not exclusive to the dairy industry. However, dairies do have some unique
concerns that may not be experienced by most food processors. Raw milk can be
sourced from member producers, cooperatives, brokers or from the spot market.
As a result, dairy processors may not be able to do any type of audit of the
regulations like the aforementioned PMO come into play. The PMO has specific
requirements for milk quality that must be met (particularly for Grade A). It
mandates parameters for temperature, somatic cell count (indicating cow health),
antibiotic residues and bacterial limits. In addition, most states have additional
mandates for things like milk-hauler truck inspections, wash tags to document tanker
Mastitis is a common malady in dairy cows that may need to be treated using
penicillin), dairies must ensure that no milk contains residues above a standard limit.
When cows are treated with antibiotics, their milk is discarded until they are
cured and the antibiotic has cleared their system. However, sometimes a cow’s milk
may be reintroduced into the market too early, and the antibiotic passes into the milk.
Many times, this milk will get commingled with the milk from other farms and will
lead to the dumping of an entire tanker load. For this reason, all milk must be tested
based compound used in commercial and industrial plastics, had been added to
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Chinese dairy products to make them appear to have more protein. In China, 54,000
babies were sickened and four died as a result of consuming the tainted formula.
Worldwide bans on Chinese dairy products and milk proteins were initiated, and
Dairy food manufacturers use the same criteria as most food companies to
food guarantees, specifications, FDA registration, etc.) along with the completion of
a food safety questionnaire. In addition, the prospective supplier may be asked for its
most recent third-party food safety audit along with corrective actions. (Companies
may also choose to conduct their own audit rather than accept a third-party
recall may have cast some doubt on the validity of some third-party audits. Both of
the PCA plants involved in the recall received Superior ratings on their most recent
third-party audits. However, federal and state inspectors found evidence of pest
Thus, with limited personnel and resources to conduct audits at all suppliers,
what can a company do to mitigate risk? One option is to conduct Verification Site
ingredients and product-contact packaging. For each item, determine the level of risk
If any of the risk factors are present, that factor receives a score of one (1).
Using a scale of zero to three (0–3), the “spend risk” (based on the amount of the
item that is purchased each year or the level of cost) is determined. Low-volume
items would receive a zero, while high-volume or high-cost items would receive a
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score as high as three. When finished, total all numbers to obtain a Risk Score. If the
score is between zero and two, no site visit is needed. A score of three would prompt
a biennial visit and a score of four or higher would require annual visits.
and only a small amount is used on an annual basis. The risk assessment scores are
shown in Table 2. The final Risk Score for this ingredient is 3, which would require a
The site visits are not meant to be complete audits, but rather opportunities to
verify the results of a third-party audit and to ensure that corrective actions were
level of food safety compliance by employees (such as whether or not they are
following Good Manufacturing Practices, GMPs). Because the time required for each
site visit is minimal, compared to a full audit, several can be scheduled by city, state
In summary, dairy product manufacturers have many food safety issues and
opportunities that are unique within the food industry. Strict regulations, the potential
for bacterial and allergenic issues, ingredient concerns and the need for heightened
surveillance of suppliers provide constant challenges. Yet, with all these challenges,
NETWORKING
So you’ve decided that network marketing is the industry that you want to be in,
whether it’s financial or time freedom that you’re looking for. You’ve realized that
46
working for someone else is not the solution. Congratulations! But it’s not the only
thing you need to know to get started. There are network marketing problems that
The first of network marketing problems that network marketers need to be aware of
What does that mean? It means this is a people business. Every network marketing
company focuses one facet of their business on recruiting, and there’s no way around
it. If you are not a people person, get out now and get a job for the rest of your life.
Don’t live the lie that you can build a successful network marketing business without
recruiting a soul.
But if that notion doesn’t deter you, then understand that people are needed for a
reason. Network marketing is no different than any other business in that people are
needed. The resolution to network marketing problems is to find the right people
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It’s an expansion of distribution. Needing people in your business is not much of
network marketing problems because any business cannot be built on the sweat of
one individual. Help is needed at one point or another, otherwise it’s just an over-
glorified job. And I don’t believe that’s why you are where you are.
Think about all the franchises that you know. Do you think they would be so famous
if they never recruited franchisees to open stores all over the world? They didn’t do
The second of network marketing problems is the notion that there is a stigma about
network marketing. Because of companies and individuals in the past, our industry
has been given a black eye and a dark reputation as nothing more than a scam of time
and money.
That is so far from the truth. There are people that make it in this business just like
any other business any opponent of network marketing can name. It’s no different
than a Fortune 500 company. People label us as pyramids and multi-level, but if you
dissect companies, the structure is the same as any other traditional business.
What makes network marketing unique is that the average person is given a fair
chance to become the top tier without having to own the company, or invent the idea.
However, this reality is not privy to the public, because they are shrouded by the
industry and understand that people will reject you. If you are the type of person that
needs to be liked by everyone, you’re in for a shock and this business probably isn’t
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But if you can develop some kind of thick skin, you will go far in this industry
because you will know and ignore the network marketing problems.
billion.
estimates.
ANALYSIS OF DATA
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Analysis and interpretation of data is based on the survey conducted by the
researcher during 27th June 2014 to 31st July 2014 in the areas of Nagpur market
for Amul Milk Product and its competitors. Analysis and interpretation of data is
also based on the survey conducted on retailers. In this survey the researcher tries to
know the various brand positioning of Amul milk products with the help of
questionnaire. Also researcher tries to ask everything to the retailers relating to the
Sources of Data
.Industry surveys
. Industry experts.
.Existing market
.Magazines
.Newspapers
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2. Secondary sources – Data can be referred to be secondary in nature if the
information provided by the data is not related to the purpose of the research
project work i.e. secondary data accounts to the information for the various other
purposes and not the purpose involved in the given research work.
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10. CONCLUSION
After analyzing all the data given by shopkeepers and consumers in the “NAGPUR
MARKET”, we found certain key findings that are very important for our project.
1. Most of the retailers are not interested for keeping some of the
A m u l products.
2. Retailers are not satisfied with the services provided by the company.
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11. SUGGESTIONS
1. Retailers want more margins from Amul.
4. Distributors could not provide all type of varieties because of less stock.
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12. BIBLIOGRAPHY
1. WWW.GOOGLE.COM
2. WWW.WIKIPEDIA.COM
3. WWW.WORDPRESS.COM
4. WWW.LINKEDIN.COM
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13. ANNEXURE
The 90% people are know about the AMUL product and 10% people not known about it.
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2.Are you happy with using the Amul product
INFERENCE:
Here, 70% of the people are happy with to used the AMUL product &
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3.Do you think AMUL MILK increased his share in the market
INFERENCE:
All the people give the good feedback about the to increased the market share of Amul
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4.What do you think AMUL give the competition to existing brands in the market
INFERENCE
80% of the people said that AMUL gives the good competitor to the existing brands .
20% of the people said that they believe in the others product
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